The Secret to Great Ideas?

Mixing Bowl | Bottom Rung As the old axiom goes, the definition of insanity is doing the same thing twice and expecting different results. Therefore, if you’re in need of some truly awe inspiring ideas to save your client’s business, briefing the same creative team will get you to the same place you always end up. Such is the problem many CPG account teams face when they re-brief the same teams on the same old problems with the same old insights.

But what if you briefed a collaborative team of writers, art directors, planners, producers and account people? Would their broader experience base produce better ideas? Who knows, but Uncle Leo has decided to give it a whirl and I’m very excited.